TD Direct Investing : Site Navigation Pitch

Objective: Educate prospective clients on how to easily navigate the TD Direct Investing site to open an account, highlight the Direct Trading Accounts and Registered Accounts, and other convenient methods to open an account.
Execution: A well-paced animation that uses existing TD brand language to stay consistent with current marketing materials & a unique pseudo-3D perspective to engage audiences as opposed to a flat screen recorded video.
Software Used: Adobe After Effects CC 2015, Adobe Media Encoder CC 2015
Pacing
As the goal is to help educate prospective clients on how to navigate the TD Direct Investing site, it is vital to mirror TD’s current visual brand strategy during the intro and outro sequence. Pacing within educational content is of high priority to make sure the information provided does not overwhelm the user and or does not bore audiences.
Framing & Marketing Language
Framing specific aspects of the site during the navigation animation is key to pointing the user to TD’s marketing language and to help build an affiliation with clients. “Trade confidently with TD Direct Investing” (seen in the intro sequence & on the main page), “Canada’s leading choice for self-directed investors” (seen below the three call to actions on the second page), “Trade with Confidence.” & “Open a TD Direct Investing Account today” (both seen in the outro sequence) are of high value. With appropriate framing, we maximize the opportunity to sell products to prospective clients.